調查焦點

4個主要類別代表性的行動應用程式的調查:商人應用、可重複儲值預付卡、行動電子錢包，及銀行應用

各行動應用程式分類的優勢、弱點，及機會

含本機及App內支援，行動應用程式顧客服務的趨勢

在行動應用程式顧客服務中預測的未來創新

目錄

A new research report from Mercator Advisory Group, Comparing the Customer
Support Delivered in Mobile Payment Applications , explores the ways in
which mobile applications for payments products address customer service
through native, in-application approaches. Strengths and weaknesses of leading
applications are evaluated and current market trends and future opportunities
identified in the categories of closed-loop networks, mobile wallets, prepaid
providers, and banking mobile applications.

Mobile application customer service is increasingly essential for brand
management. Besides still widely utilized traditional touch points including
phone support, website links, and extensive FAQs, innovative trends in mobile
payment products include native, in-application customer service support that
allows the end users to navigate within the app to find answers to questions
or problems instead of being redirected outside the app via phone or online.

The report ranks selected mobile apps by number of customer service touch
points, indicating which category and which particular apps are the most
advanced and which are most innovative. Conversely, it points out which
categories are underdeveloped and have space for products to differentiate
themselves through strong mobile presence and in-app customer service.

The report highlights aspects of mobile support that the applications surveyed
lacked that can be expected in the future. Moving toward in-application
diagnostic abilities and real-time chat support, mobile app customer service
will focus on minimizing the time burden of manual input of information by
gathering the system and application data and communicating this information
to customer service representatives.

Mercator Advisory Group expects large growth in the usage and efficacy of
mobile applications in all spheres and plans to track this progress annually.

Members of Mercator Advisory Group's Prepaid Advisory Service have access
to this report as well as the upcoming research for the year ahead,
presentations, analyst access, and other membership benefits.